Personalized Marketing Case Study: Colibri Group
Learn how Colibri Group leveraged in-house data to deliver personalized marketing to drive measurable results and positive ROI.
This case study provides insight into:
- The objectives behind the strategy
- How the strategy was developed
- Execution, measurability, and reporting
Case Study Overview
Executive Summary
Colibri Group owns several brands that enable professionals throughout the US to renew their licenses through a proprietary e-learning platform. The company was interested in testing the impact of personalization on customer retention and acquisition efforts.
About Colibri Group
Colibri Group helps millions of licensed professionals manage and advance their careers through online learning solutions, which are powered by a proprietary SaaS platform. Colibri Group offers a seamless experience to help licensed professionals progress throughout their careers in healthcare, real estate, appraisal and financial services, among other professions.
“Colibri Group was fantastic to work with and everyone on the internal team really had a great grasp of HubSpot not to mention a vast array of available data to use for personalization. The integration between HubSpot and Postalytics is seamless and allows for smart and timely data-driven direct mail.”
Challenges
Colibri Group owns and manages several discrete brands in nursing, real estate, appraisal, and other licensed professions. An internal team of savvy digital marketers use HubSpot to conduct myriad email campaigns to drive awareness and conversions for a large variety of online courses to satisfy CE and licensing requirements. Like most businesses, Colibri Group seeks to improve marketing performance, and piloting an omni-channel approach to go beyond email was high on the priority list.
Solution
Strategic Glue and Dovetail partnered on an innovative solution, which focused on personalization utilizing Colibri Group’s extensive in-house data to drive pilot campaigns comprising email and direct mail. For the direct mail portion of the campaigns, Postalytics was utilized, which is an automated direct mail solution that integrates with HubSpot offering print personalization and PURLs (personalized URLs) for unparalleled personalization and tracking.
Method
Strategic Glue led the project in terms of strategy, HubSpot and Postalytics integration, and the day-to-day management of the project. Dovetail provided creative direction, graphic design, and administrative support. The first of three campaigns was for Superior Real Estate, which was proposed, designed, and fully executed in one week. This quick-turn project included project scope; HubSpot/Postalytics integration; Postalytics account set-up; data set identification; postcard, letter, and email design; as well as testing and troubleshooting.
Result
The Superior Real Estate campaign comprised three test groups: Group A was the control group that received email; Group B was a test group that received email and a postcard; and Group C was a second test group that received email and a letter. All emails and print pieces were personalized using HubSpot data with the following results:
- Control Group A’s response rate was 3.1%
- Test Group B’s response rate was 15.3%
- Test Group C’s response rate 9.10%
- Test Groups B and C’s conversion was approximately $100K over Tes Group A
Colibri Group’s internal mantra is “test, prove, scale” and the company is fully immersed in data-driven marketing to provide a better customer experience and superior outcomes.
For more information on Colibri Group, please visit colibrigroup.com
“Colibri Group’s internal mantra is ‘test, prove, and scale’ which makes a lot of sense in digital and direct marketing.”
$$$ Revenue increase from data-driven personalization
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Mailing Address
PO Box 123
St. Louis, MO 63040
Phone Number
314-288-4528
